Celeb Campaign

Celebs tell the story

Background

A great way to build Top-of-mind recall and generate buzz in the market is by using testimonials. But when we managed to get Chennai's biggest Film Superstars it helped shift the conversation from packages and plans to a bigger brand conversation altogether. The campaign generated massive impressions & clicks and helped in improving all key performance metrics apart from adding new subscribers.

Objectives

To build active awareness about Hathway's Mesh Wifi technology
Drive subscriptions via a best in the market plan of 300 Mbps, 2 TB of Data & Free Mesh Wifi worth 16,399/-

Strategy

In terms of creative messaging we used short interesting 20 sec videos depicting "A Day in the Life" of a celebrity (at home) and how actually using Mesh Technology in their houses gives them control and flexibility on using devices anyplace at all - out in the garden, the basement, even on the balcony without any experience issues. On the media front, we used a combination of Facebook, YouTube and programmatic buys to drive reach and impact and create campaign buzz. We also promoted the same via social media.

Results

The results were quite overwhelming. The campaign not on created buzz but when we measured its impact on lead campaigns that followed the results we very encouraging.

Growth Rate of impressions in Brand Keywords increased by 29.56%.
Growth Rate of Clicks in Brand Keywords achieved 26.97%.
The growth rate in lead count was higher by 44.15%.
The growth rate of conversion rate increased by 9.5%.
CPL costs came down (-3.36%)

Celeb Campaign

Celebs tell the story

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